Decision-making in this country is not based on logic or reason. It is not the meeting of the minds, as in other societies. It is the meeting of the hearts. In other words, it is intimacy (pagpapalagayang-loob). If it is present in your relationship with your client, even if you commit a mistake, you will be given another chance,” Dr. Jocano explains further.
“Filipinos are relationship-oriented, not individual-oriented, like the Westerners. They always evaluate one another according to the value system that each one of them possesses. It is something that they seriously internalize. Why? Because Filipino society is a relationship society, it is feelings-focused,” Dr. Jocano adds.
“One should move and talk, much more behave, along this criterion. Because if we did not, there would be no meeting of the hearts, and what would be disadvantageous to the salesperson trying to get his client’s approval of his product,” emphasizes Dr. Jocano.
This is how relationships work in the Philippines. The concept of getting along well with others (pakikisama) is predominant. In fact, it is safe to say that this concept is above all things at times. For example, it is practiced by people sitting in high positions in public as well as in private institutions. We see it everywhere, but nobody will openly admit that it is entrenched In the bureaucracy.
We learn of its effects from the complaints of the victims of those who abuse this concept negatively. For instance, one believes that he should have gotten the job he applied for because he is qualified and he has attained a high rating in the exams given, but the head of the company has chosen someone else. Why? It is because the boss and the applicant came from the same school.
In this case, pakikisama becomes an instrument of unfairness and injustice. Sometimes it is true that this concept is used erroneously. Oftentimes, it is used as an excuse for not doing the right thing. Nakisama raw kasi (He had to go along with others).
“Pakikisama is not a value. It is a norm because it tells you what to do. It is not a standard of anything. It is a rule so that the standards of interpersonal relations are met,” Dr. Jocano adds.
When utilized positively, pakikisama becomes a potent instrument of friendship. We often hear it being said, ”Iba na ang may pinagsamahan (The tie of friendship is beyond the ordinary).” Why? It is because concern is what true friendship conveys. It is giving support and assistance to our friends in need.
“Pakikisama is Filipino tactfulness. Can you be tactful without taking into consideration the feelings of others? Pakikisama is the Filipino spirit of teamwork. Is there teamwork without thinking of the good of the other members of the team? Pakikisama is the Filipino principle of Pr (personal relations). Is there PR without wanting to get along well with others?” asks Dr. Jocano.
So, what is the role of this concept in making sales champions stay champions?
If we look into the life of Fil, our example of the rags-to-riches success story, we will discover how important pakikisama is in becoming successful.
When Fil was still a small-time salesperson, he called up almost all his customers-in the evening, on weekends or during any hour that is convenient to talk.
“Why do you call them up?”
“None.”
“None? As in N-O-N-E?”
“Not really, what I mean is we don’t have to talk about important things.”
“So, what do you talk about, for example?”
“The latest news. At times, gossip. A little of this and that. Sometimes I would just like to know how they are faring. We talk about life. I share them my experiences in Manila. I find them laughing at them. In this way, I am able to give them some sort of entertainment.”
“Don’t they get enough of you calls?”
“Of course, not. In fact, if I don’t call them up, they ring me up and keep me busy on the phone.”
“Is that true? What have you gained by doing that?”
“Well, they became my friends. When the products I was selling became more sophisticated, I approached them. They did not hesistate to help me find buyers for them.”
“What about now that your’re a multimillionaire? Do you still call them up?”
“Oh, yes. You don’t forget clients just because they have already bought from you, do you? It does not seem nice. Befriend them. After all, they have helped you, right?”
This is concrete proof of the saying Rome was not built overnight. The fruit of the pakikisama we sow does not come in a flash. It takes time, patience and understanding.
Fil is a professional, with an unquestionable integrity and an encouraging etiquette. An integral part of these three higher qualities that he possesses is kabutihang-asal (good character). He cannot go on having friendly relations with his clients if he does not have this.
Salespeople in the car business call this After Sales Service. The others call this After Sales Relationship. Whichever way you call it, the bottom line is that your relationship with your client stays even long after you have closed your first sales pitch with him. By achieving this, you have fulfilled your moral obligation to truly care for your clients.
Lita Terrado has put an additional dimension to it by including her children in befriending her clients. She said that if one is already effective, two or three others are even more effective.
“I’ve noticed that involving my family in my work has made my clients trust me more. It has made a different impact,” Lita added.
These sales champions have maintained the warm relationship they have established with their clients from the beginning. They likewise have stayed successful.
Going back to Dr. Jose Rizal: “There are ten factors of success: one is work, and the other nine are more work.”
If this is how difficult it is to win or go up the ladder of success, you can just imagine how much more difficult it is to stay on top. If you are there, the only way left to go is down.
“The moment that you commit a mistake, you will definitely plummet downwards, crash back to earth and fall by the wayside,” sabi nga ni David Loo.
It ain’t easy going down, goes a popular song. Why? It is because getting up again will not be just as easy as it was when you started inching your way up to the much-coveted peak of success, especially when you have been irresponsible to let it slip away.
According to Dr. Jocano, “If we want to become successful sales champions, we must, first and foremost, learn how to enhance our relationship with our clients…. Let us treat our clients the way we would treat respective families.”
So, who will be your judge as to whether or not you stay a sales champion? Is it you? Is it fate? May this be a sweet echo in your memory: “You will be judged by the kind of asal you project while interacting with your clients.”
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